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Consumer Products

Club Penguin extends online-offline integration

Following last month's launch into the mobile space, Disney's Club Penguin is debuting a new line of Puffle plush toys that come packaged with virtual world tie-ins.
October 20, 2011

Following last month’s launch into the mobile space, Disney’s Club Penguin is debuting a new line of Puffle plush toys that come packaged with virtual world tie-ins.

The new line, developed by Jakks Pacific, features a variety of hats, hairstyles and Halloween-themed items, represents the first time costumers of Club Penguin merchandise will gain access to identical virtual items in the online world.  Additional plush toys will be added to the line in the upcoming months.

Puffles are the penguins’ pets in Club Penguin, and have become a phenomenon in their own right – a new Puffle is adopted every second in the virtual world, with more than 25 million Puffles already adopted in 2011.

Coinciding with the launch of the new Puffle toy line at retail is the debut of additional features to the Puffles in the virtual world that include the option for players to obtain hats and accessories for their pet Puffles from the virtual world’s catalogue.  Additional elements include Puffle Emotes that communicate the needs of the penguin pets, Stat Bars that allow players to get a glance at the health of their pets and an intro tutorial that will instruct players as to how to take care of their pet Puffles.

Club Penguin merchandise already includes books, toys and games, and a Nintendo DS video game.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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